How to build long-lasting relationships with journalists

Building long-lasting relationships with journalists is essential for a successful PR strategy. A strong relationship with the press leads to better media coverage and more credibility for your brand. But how do you start, and more importantly, how do you maintain these relationships? Here's one tip in advance: don't send love letters to journalists like in the image above. So what should you do instead? Here are some tips to help you get started.

Journalists receive dozens, if not hundreds, of press releases and pitches daily. To stand out, you need to ensure your approach is always relevant and helpful. This means only reaching out to journalists when you have something genuinely interesting for their audience.

Practical example: Suppose you work for a tech company and have a groundbreaking innovation. Then focus on journalists who write about technology and innovations. Personalize your emails by referring to their previous articles and explain why your news aligns with their areas of interest.

As in any other relationship, it’s crucial to form a personal connection. This means getting to know the journalist, not just professionally, but also as a person.

Tip: Follow the journalist on social media, engage with their posts, and occasionally send a friendly message that isn’t always about your company. These small gestures can have a significant impact in the long run.

Consistency and reliability are crucial. Always meet your commitments and provide the information you promised. This builds trust and ensures journalists view you as a dependable source.

Example: If you promised to send additional data or an exclusive quote, make sure you do so on time. If there’s a delay, inform the journalist immediately and provide a new deadline.

Transparency and honesty are the foundations of any good relationship. Never try to hide or manipulate information. Journalists appreciate honesty and are more likely to write positively about you if they know they can trust you.

It’s essential to keep the relationship warm, even if you don’t have big news. This can be done by occasionally providing an informal update about your company or sharing interesting insights and trends in your industry.

Tip: Send a short email with an article or report that might be relevant to the journalist. This demonstrates that you think of them and value their work.

Sometimes, face-to-face contact is the best way to strengthen a relationship. This can be through organizing informal meetings like lunches, coffee sessions, or company visits.

Example: Invite a journalist to get a behind-the-scenes look at your company. This not only gives them a better understanding of your organization but also creates a more personal bond.

Everyone appreciates being appreciated. Thank journalists for their time and effort, even if they didn’t write about your news.

Tip: Send a handwritten thank you note or a small gift as a token of appreciation after a significant interview or a successful collaboration (but definitely not like the image in this blog).

Building long-lasting relationships with journalists requires time, effort, and consistency. By being relevant, reliable, and helpful, you can build a strong bond that significantly benefits your PR strategy. Remember that a good relationship with the press not only leads to better media coverage but also to a positive reputation for your brand.